People
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Diversity, Equity & Inclusion – YNAP.com
The people pillar in the fashion industry focuses on valuing diversity, authenticity and ethical practices influencing the success, overall well-being and sustainability of businesses in the industry.
The people pillar is especially relevant when considering Generation Z, typically born between 1996 and 2010, Gen Z is the first generation to grow up as ‘digital natives’ with technology being a part of daily life. The identity of this generation has been impacted by technological integration, environmental concerns and COVID-19. (McKinsey, 2023)
To captivate Generation Z, a brand should prioritize several key factors. Firstly, leveraging digital platforms and social media.‘61.6% of Gen Z shared they are familiar with the concept of the metaverse indicating that Gen Z are demonstrably more aware and open to the idea of the metaverse and the new technologies that contribute to it.’ (Moran, 2022) Gen Z is more likely to purchase from an influencer they follow from Instagram or TikTok which means brands that actively engage with consumers online through visually appealing content, celebrity endorsement and interactive campaigns are more likely to be trusted by Gen Z, Additionally, the widespread reach of social media allows brands to seamlessly integrate into the daily lives of Gen Z, augmenting the sense of connection and brand visibility.
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This Chart Shows The Biggest Influences on Gen Z & Millennials’ Fashion Purchases – YPulse
Sustainability plays a pivotal role in attracting Gen Z due to this generation’s heightened environmental consciousness. By adopting responsible practices such as minimizing carbon footprints, utilising renewable resources, and providing fair working conditions across the supply chain, a brand can build its credibility to gain Gen Z’s support. Incorporating sustainability in a market where conscientious consumerism is on the rise ensures long-term appeals and customer loyalty from Generation Z.
Finally, responding to diversity is key to success in today’s global market. The sportswear giant Nike is an illustrative example, it has consistently championed inclusivity through its marketing campaigns, featuring models of various races, body types and backgrounds. The launch of the Nike Pro Hijab in 2017 which caters to Muslim women in sports was groundbreaking, by catering to their diverse customer base they not only addressed a gap in the market but also a powerful message celebrating unique identities.
Figure skater Zahra Lari. Photo: Vivienne Balla/Nike
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To conclude, effective communication with the target demographic, a high level of cultural awareness, and adaptability are all important people skills contributing to identifying and addressing consumers’ wants and needs for a brand to be successful.
Reference list:
McKinsey (2023) What is Gen Z? | McKinsey, www.mckinsey.com. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z.
Moran, G. (2022) Gen Z and Millennials 2022, Drapers. Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022.